The PIMS principles

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David Stewart and Michael Saren

"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world. The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions. Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"--

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David Parmerlee

Developed as part of the American Marketing Assocation Toolbox series, Preparing the Marketing Plan shows readers how to develop a marketing plan that gets results and improves the bottom line.

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Don Sexton

Trump University books are practical, straightforward primers on the basics of doing business the Trump way-successfully. Each book is written by a leading expert in the field and includes an inspiring Foreword by Trump himself. Key ideas throughout are illustrated by real-life examples from Trump and other senior executives in the Trump organization. Perfect for anyone who wants to get ahead in business, with or without the MBA, these streetwise books provide real-world business advice based on the one thing readers can't get in any business school-experience. In Trump University Branding 101, you'll learn how to: Build a powerful brand that increases the sales and profits of any business Launch your entrepreneurial brand Manage the differences between service branding and product branding Develop a brand for your real estate investments Make your brand far more than just a name or logo Develop clear positioning and brand strategy Successfully communicate your brand Choose an appropriate brand name and logo Reinvigorate a struggling brand Use guerrilla branding for your small business Build your own personal brand for career development Keep your brand image consistent Grow your brand over time Use your brand to increase the overall value of your business

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Jean-Noël Kapferer and Vincent Bastien

This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.